Thank you, Diana Lauritson and Bree Metherall, for being so kind as to include my thoughts on innovation in legal in the second installment of JD Supra’s “Law 2.5 Strategic Insight” series.
EXCERPT: And as Roy Sexton, Chief Marketing Officer at Vedder, cautions, innovation must be intentional: “Innovation for innovation’s sake is just chasing the shiny object. Solve for the immediate problem you are facing in a creative way that delivers results—then rinse and repeat.” …
“Any innovation has to solve for presence, awareness, and revenue. Solve for the immediate problem you are facing in a creative way that delivers results. And never be afraid to call it a pilot program. That will get you a lot of grace.”
Thank you, Jennifer Gutman and Oktopost, for having me as a guest on this episode of “Radically Transparent” (love that name!) … VIEW HERE.
EPISODE DESCRIPTION: In this episode of Radically Transparent, host Jennifer Gutman sits down with Roy Sexton, the CMO of Vedder, to pull back the curtain on the complex world of legal marketing leadership. Roy brings over a decade of experience to an insightful conversation about the unique “lawyer psychology” that shapes innovation, exploring the delicate balance law firms navigate as they strive to stand out while maintaining credibility within their peer groups.
Roy also discusses how he navigates the high-pressure, risk-averse environment of a major law firm and dives deep into his “work with the willing” philosophy, exploring how he reconciles the tension between individual attorney brands and the firm’s collective identity.
From his viral “pandemic dog posts” that triggered competitor jealousy to his strategy for turning evergreen content into a self-sustaining business engine, Roy provides a masterclass in the art of the “corporate politic.”
This thoughtful episode is a must-listen for legal marketers and firm leaders ready to move from safe to standout.
Hot topics
The paradox of standing out: How to help law firm leadership and attorneys overcome the fear of peer judgment and embrace marketing that actually differentiates the firm.
Specialization vs. strategy: Why the modern legal marketer must balance deep technical expertise with a broad-based understanding of the entire firm ecosystem.
Navigating the urgent culture: Roy’s practical advice on picking up the phone to negotiate deadlines and aligning fire drill requests with long-term strategic goals.
The power of humanization: Lessons from a viral LinkedIn experiment involving four-legged coworkers and why personal connection often outperforms professional polish, even in legal marketing.
Jen writes …
It is not every day you get to interview a mastermind in legal marketing.
“Work with the willing.”
That idea really stayed with me after my conversation with Roy Sexton, CMO at Vedder, on Radically Transparent.
Roy shared how his “work with the willing” philosophy helps move a traditional law firm from safe to standout.
Instead of pushing hesitant stakeholders in a naturally risk-aware environment, he partners with attorneys who are ready to lean in, build their personal brands, and differentiate the firm.
What struck me just as much as his strategy was his empathy.
Roy leads with emotional intelligence. He understands “lawyer psychology”.
He respects the pressure attorneys are under. And he creates space for people to feel safe before asking them to stretch.
That kind of leadership is rare.
You could feel it throughout the interview.
The clarity. The calm. The genuine care for the people he works with.
It is a gift to be able to work with Roy and to learn from him, and I’m lucky that he joined me for an episode. Thanks, Roy!
If you lead marketing at a law firm, or you are trying to drive change in a cautious environment, this conversation will resonate, I promise.
Meet Roy
Roy Sexton is the Chief Marketing Officer at Vedder. He is responsible for developing and implementing the firm’s overall marketing strategy and overseeing all projects and personnel in the marketing department.
Roy brings over 25 years of experience in various industries with nearly 15 years of experience in the legal marketing field at prominent global firms. His career knowledge includes public relations and marketing planning, business development strategy, digital and social media outreach, attorney onboarding and practice development.
Beginning in 2020, he served as an active international board member of the Legal Marketing Association (LMA) and was elected as the organization’s International President from 2023 to 2024.
Roy has also been recognized by a number of legal publications and organizations including Crain’s, INvolve People and Corp! Magazine for his leadership capabilities, particularly as an executive within the LGBTQ+ community. Throughout his career, he has served as a board member for a number of Michigan-based charitable organizations, such as the Mosaic Youth Theatre of Detroit and Ronald McDonald House Charities.
Want to connect with Roy? Be sure to follow him on LinkedIn or check out his work on LinkTree.
Thank you for having me, Rachel Clar, Esq.! I enjoyed that conversation on the power of authenticity very much, and I found the engagement from our wonderful attendees so affirming. Thank you for being you.
The more you try to fit in, the easier it is to be undervalued.
You sit in silence as he mispronounces your name again, because correcting him feels riskier than letting it slide.
This is the invisible tax so many women in BigLaw still pay.
Not because they lack skill.
Because they were taught to shrink to stay safe.
Rachel coaches BigLaw women across the AmLaw 200.
Roy leads marketing inside a global firm and has lived this firsthand.
On Wednesday, December 10 at 1 pm ET/noon CT, join Rachel Clar, Esq. and Roy Sexton for:
Coming Out as Yourself in BigLaw: Strategy Over Sanitizing
We will unpack how your identity can support your strategy in the rooms that decide your future.
This Live is for attorneys who want to:
→ Speak directly without being labeled difficult → Ask for resources in ways that raise your status → Decline misaligned work without whispers about your lack of dedication
This session sets the stage for a deeper dive in winter 2026, where you can learn to use your voice in ways that shift outcomes inside your firm.
All registrants get The BigLaw Power Moves Cheat Sheet, which includes ten strategic cues to get yourself heard in high-stakes moments.
P.S. Which moment feels most familiar: Being talked over. Being labeled “too direct.” Being the default note taker. Being the token woman in the room. Or saying yes because no feels dangerous?
Screenshot
P.S. I received this lovely note froman attendee …
I completely loved your and Rachel’s session — and found SO MUCH of it to resonate deeply within me. Here are just a few of the MIC-DROP statements you made that I wrote down! 🎤💥
–the importance of *earning* the right to express more and more of one’s unique authenticity through work quality and reliability
–how you used compassion, humbleness and humor in response to someone butchering your name to convert that challenging moment into a critical bonding/trust moment with him
–don’t look to the company who is paying you to define who you are (boom!!)
–the hidden cost of sanitizing oneself and the profound effects of doing so on mental health, anxiety and overall thriving
–WTF happens in law school such that it spits out people who are in a frantic race to be the first to be second?!? LOL!! #truth
–one can have an abundant mindset in a world/environment of scarcity through authenticity (can I add another BOOM!!??)
–distinguishing between non-negotiables in one’s identity and “gravy” — and how this directly dictates one’s energy and passion
–how you were using your gayness as a lens to signal to everyone else who is feeling othered to be themselves
–the right people will COME TO YOU when you are in your authentic self
🥹🥹🥹
P.P.S. Rachel’s summary …
You don’t have to be all things to all people. Because then you’re nothing to no one.
Thank you, Roy Sexton, for sharing so many pearls on yesterday’s Live, 𝗖𝗼𝗺𝗶𝗻𝗴 𝗢𝘂𝘁 𝗮𝘀 𝗬𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗶𝗻 𝗕𝗶𝗴𝗟𝗮𝘄: 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗢𝘃𝗲𝗿 𝗦𝗮𝗻𝗶𝘁𝗶𝘇𝗶𝗻𝗴.
Thank you, Chandler Quintin and Video Brothers! This was such an enjoyable conversation, and I’m a BIG believer in having fun while ALSO having substantive discussion (which this was/is). While I didn’t win the contents of the “silver briefcase,” I won a new friend and had a great time along the way!
EPISODE DESCRIPTION: 🪨📄✂️ It’s time to go down the funnel with Roy Sexton, CMO at Vedder Price, in this episode of Video Brothers’ #RockPaperFunnel.
Roy’s proof that “boring” industries are only boring when the people leading them are. He took an English & theatre background, walked into Deloitte “a thousand years ago,” and somehow turned it into a career building brands for some of the sharpest lawyers in the world.
From reimagining three different law firm brands to walking on stage in rainbow sequins with a drag queen at a legal marketing conference, Roy doesn’t just talk about inclusion and humanity in business… he performs it.
And now at Vedder Price, he’s helping attorneys show the world what actually sets them apart: substance, empathy, and real business understanding (not just another “world-class service” tagline).
Stay sharp. Stay weird. And above all… stay memorable.
Thank you, Emily Neal 👩🏻💻 and DSMN8 – The Employee Advocacy Platform, for including my thoughts here.
“For Roy Sexton, this authenticity comes down to empathy and intention: ‘Authenticity is one of those words that gets thrown around a lot these days, often by people who don’t exemplify it. But what this report shows us is that people who engage on these platforms from a genuine place of empathy and intellectual curiosity make a huge difference in brand building. Organizations would be wise to embrace these techniques and tools to leverage genuine voices across their communities.’”
Truly honored to have been interviewed by my dear pal Deborah Farone for her upcoming book through Practising Law Institute (PLI) – Breaking Ground: How Successful Women Lawyers Build Thriving Practices, to be released January 2026.
(The quote in the graphic – taken from the book – references my, er, obsession with social media. 😅)
About the book: “Breaking Ground: How Successful Women Lawyers Build Thriving Practices is based on more than 60 in-depth interviews with leading women rainmaking lawyers, law firm chairs, business development experts, and academics from across the United States, Europe, Africa and Asia. The book explores how women at the top of their profession cultivate client relationships, develop new business, and build sustainable practices—while navigating the particular challenges of the legal world. Through personal stories, candid advice, and actionable strategies, the book offers a roadmap for lawyers at every stage of their careers who want to grow their practices and build trusted relationships with clients.”
Ever wonder why some marketers thrive in law firms while others crash and burn?
In this episode of Educated Spaghetti: Marketing Ideas That Stick, Lise Anne Schwartz and Roy Sexton, Chief Marketing Officer at Vedder Price, dish up ideas on building consensus for professional services marketing projects. They discuss the biggest mistakes of would-be consensus leaders, why Roy loves the word “pilot,” and his surprising take on creating lasting agreement. Plus, Roy shares his favorite resource and secret sauce for getting people to support a new project.
In this episode:
(00:00) The number one thing holding companies back
(05:05) Childhood experiences that shaped a consensus builder
(10:26) Pilot strategy that turns law firm skeptics into advocates
(17:41) When to proceed without consensus (and how to do it safely)
(23:54) Why trying to leave a legacy guarantees you won’t
(32:06) Roy’s secret sauce: listen more than you talk
About the Host
Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.
About Right Hat
Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.
A year ago this week I gave a speech at LMA Southeast Region’s conference. (Yes, I explain the zany suit if you watch.) I’d honestly forgotten about this. Dear friend Nancy Leyes Myrland had a reminder pop up today and sent this video she had captured. I might’ve watched this at the time – but I honestly can’t recall. And I only watched a few minutes of it just now. Like many people, I don’t like the sound of my own voice and I really don’t like watching myself. C’est la vie.
But moreover, I had a lot going on existentially last year. That may be why this was lost to the ether of my addled mind. I do know I wasn’t really happy. (I am now.) I felt a bit lost, misunderstood, possibly angry. I felt I’d done my best to give what I could to this world, but was receiving too many signals that it wasn’t enough, that there should be “less of me out there,” that I had somehow disappointed people I had admired and honored. Like all things, much of that was probably in my own head.
But this speech was born of that moment, in which I did my best to lay bare – with humor and gratitude – how I saw myself and how I believed so fully in the differentiating power of authenticity. (And still do.) Was this my ego showing? Probably. Was it a form of self-indulgent group therapy? Indubitably. Was it an effort to try to help others avoid the pain I was feeling then? That was my prayer.
What a difference twelve months makes. I’ve had a LOT of change this year. I hope I’ve grown. Jury is out on that. But for this moment I feel like the bet I placed on myself – as expressed in this video – was the right one.
I’m so unbelievably grateful for the opportunities that have come my way in this time. The me in this video had no idea a remarkable, transformational, literally life changing offer was just around the corner. This new role and new adventure in a new city with a lovely new team and colleagues have meant the world to me.
The video isn’t the complete speech – some of the intro and conclusion is missing – and, honestly, I like it like that. There are few discrete beginnings and endings in life. With an open heart and a healthy sense of humor, serendipity can serve one nicely.
Thank you again to Nancy for this and for always helping me remember I matter. That we ALL matter. And that our stories make a difference. Also, grateful to Toni Toomer Wells and Matthew Gallagher, co-chairs of last year’s event, for believing in me and giving me the chance to share these thoughts with the universe. I hope they can continue to be helpful to whomever is kind enough to give this a watch.
🎧 NEW EPISODE: Roy Sexton, Chief Marketing Officer at Vedder Price, just dropped some serious wisdom about marketing in the legal world – and honestly, his insights apply way beyond law firms.
Roy works in the one of the only industries that still questions whether marketing is even necessary (wild, right?). But here’s how he’s mastering it:
📌 Start with relationships, not strategies — Roy’s approach to his new role as CMO involves walking around, meeting people, understanding their pain points, and looking for patterns before implementing any major initiatives.
📌 Lean into specialization — Rather than trying to be everything to everyone, focus on your distinctive expertise areas and create compelling, specific content that positions you as the authority in your niche.
📌 Use AI as your co-editor — Treat AI tools as collaborative partners that polish and enhance your work, allowing your team to “level up” and think strategically rather than just execute tasks.
📌 Build sidewalks, not fences — Drawing from Walt Disney’s philosophy, successful marketing means removing barriers and making it easier for prospects to engage with your content and expertise.
🔗 Want to turn relationship data into strategic growth?
Join us at the 2025 LMA Midwest Regional Conference for “The Power of Connection: Turning Relationship Data into Growth Strategy”—a forward-thinking session moderated by Adam Stewart of Introhive, and panelists Dave Southern of Mayer Brown, and Roy Sexton of Vedder Price.
You’ll learn how to:
🔍 Use connected data to uncover whitespace and guide priorities
🤝 Strengthen collaboration and client engagement through relationship insights
🧑💼Drive smarter, human-centered growth across your firm
Walk away with a roadmap to elevate your data strategy and deliver impact where it matters most.
